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AUCKLAND, Thursday: A study by the Out of Home Media Association Aotearoa and Analytic Partners has identified “genuine opportunities” for the NZ media market.

The study addressed three key questions:

  • How does out of home amplify other media?
  • How effective are Out of Home campaigns versus those with no Out of Home?
  • How does creative impact campaign effectiveness?

OOHMAA GM Natasha O’Connor said: “One of the key challenges facing marketers is proving the effectiveness of their advertising and the channels they are using, so these findings are invaluable in illustrating out of home’s necessity and effectiveness as a channel.

“Looking at a vast number of client studies, Analytic Partners was able to identify some genuine opportunities for marketers in New Zealand: 

  • How to unlock the significant synergy that out of home has with other media channels
  • Allowing the campaign to ‘wear in’; the longer the campaign runs, the higher the ROI
  • Focusing on the out of home creative; the potential upside is significant

“Creative designed specifically for out of home creates greater relevance and engagement levels.”

“This study proves that an effective media schedule must contain out of home due to its impact, performance and unique audience reach.

“The research speaks for itself; campaigns that use multiple out of home formats, across multiple channels and with a reasonable budget delivered a higher return on investment.

“The study also confirmed what most marketers know – creative designed specifically for out of home creates greater relevance and engagement levels, which in turn drives 41% of the potential ROI.”

The Out of Home Media Association Aotearoa (previously OMANZ) is JCDecaux, oOh!media, Media5, MediaWorks, Ad-Vantage Media, Vast and Bekon Media.

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